niime 百科

Encyclopedia of niime

Coming back to work after a year and a half of leave, Ishizuka who readily moves between raising her child and her work, is willing to accept the challenge of the teams flowing together while working on their creation. Fujimoto, observes from public relations to adapt quickly to changes. Now, I will cover their vast experiences during the COVID Pandemic in the last portion of this interview. This is my report on the current situation at “tamaki niime” as they venture into new areas. Please enjoy this rich conversation.


〈continued from the first half〉


—— Well, Mr Fujimoto, would you please update us on the current status of “tamaki niime” from the Public Relations point of view?

Fujimoto

As far as the company goes, we are presenting events in the Eastern Japan region. I feel like things are returning to how conditions were before the Pandemic. Due to the influence of COVID in our company, how we approach creation has changed.

—— How creation brings the teams together is what Mr Ishizuka was talking about. The creation of “tamask” was what triggered them blending together. I wonder if you can see how much new development has occurred since. Due to the influence of the Pandemic, I feel your production speed has increased via online shopping development.

Fujimoto

I believe it has really been speeding up. We are taking it for granted at the factory though, there’s a massive demand for the customer’s needs now.

—— Massive demand?

Fujimoto

Yes. For example, customers buy masks because they are necessary. You can say the same thing about “tamafukuroo”.

—— I see. People now need shopping bags because supermarkets are charging for them.

Fujimoto

Such events are challenging to predict, but generally speaking, you may be able to discern general social trends.

—— I see.

Fujimoto

As to our creation, we made “tamask” because they were needed, and made “tamafukuroo” which resulted in seeing about how to help with how they charge for individual bags at the supermarket. Today, it is easier to understand what things are necessary.

—— Ummm…

Fujimoto

In a sense, those answers are given to us, and everyone aims for them, and that same situation belongs to everyone around the world, not just us. Those are the comfortable spots that we can challenge for our creation.

—— It wasn’t easy to spot?

Fujimoto

I think so. Besides, we need to speed up production. We might feel we are becoming a bag shop now by making “tamafukurooo”, as we did with masks. We felt like we were a professional mask shop.

Ishizuka

Hahaha. (laugh)

Fujimoto

We produced them rapidly because we had experienced making “tamask” which resulted in learning about material development, design creation, samples, and production control backgrounds. This helped us understand how to work effectively as a team, even when faced with difficulties. We became confident that we could respond quickly.

—— You had the great experience of making “tamask”, and you knew the expectations of what you needed to do.

Ishizuka

Yes.

—— With the “tamask” experience, you have levelled up in how to accomplish this.

Fujimoto

I think so. In such situations, we have to plan out the details. With regular item production, how should we proceed with “tamask” or “tamafukuroo”? Our most significant sales in April and May were “tamask”, which was simple and easy to produce because we focused. Planning for Fall and Winter, we have customers demanding fashionable clothes or light clothes for Summer right now. We have customers requests which are different from the ones during the Emergency Declaration. So I think we have to respond to both needs.

—— I see.

Fujimoto

Seeing how to adjust the balance of such needs, we have to think of strategies for production. As we mentioned before, we are coping with challenging situations, so it is essential to understand how we operate with the teams, how the factory and shop connect, as well as improving individual skills. Considering that, since we have added the online shop, there are three things we need to make adjustments on. There are strategies for online shopping, the shop, and the department stores. We definitely need to decide the balance of how we divide up production in our company.

—— Ummm…

Fujimoto

If each team works on things individually, it will make solving the issue very difficult. The whole process has to be interconnected to work correctly, considering how we dye threads of targeted colours, which is the first process we do here. How we prepare for the threads, what kind of materials that we weave, and how we sew.

—— The decision has to be made considering it as one work in itself.

Fujimoto

If not, it is tough to overcome challenges. The critical point is how we can create items to make great sales now. We also make estimates of sales for the next season, but it is essential to make items which can maintain sales currently. The speed which we need to cope is very different, right?

—— The things for the future and the things you are asked for now…

Fujimoto

We demand a more rapid response for items that we have to create now. We have to make them quickly. How can we get that speed? We need to have a sense of solidarity. Not working individually, we connect and blend together to make it work. That’s how the company tries to make it work.

—— Listening to what you have explained about the speed of production, I understand the company learned through experience with the “tamask”, for example, you have made it possible to respond the current demands of Summer clothing. I heard that production is increasing with the success of online sales. This is a new record for the brand products industry. I think you are developing even more before now. “tamaki niime” is stepping into unknown territory in the creative world.

Fujimoto

I think so. This may be unknown territory. This year is entirely different, and next year, I am sure it will probably be much different. We could divide the eras of before and after the Pandemic years. We had to attempt using other ideas which we have never had before. One of the remarkable ideas was online shopping, which shows an exciting change. In regular years, we could estimate the production of wears, but it has been quite different now. We have been receiving more sales now.

—— I see.

Fujimoto

Ms Ishizuka is helping to decide wear colours. From the view of Public Relations, the brand of “tamaki niime” has become more well known due to “tamask” exposure. We were asked to have many interviews. Such media influence helped to increase the numbers of people who knew of us. I actually feel many those new customers who bought “tamask” will try to buy our other products online next time.

—— “tamask” helps increase “tamaki niime” fans, right?

Fujimoto

Yes. I could imagine that. But, the actual sales of products are quite different now. That made us excited to know that what we thought were unpopular items we believed are actually very popular. That’s why our sale demand for Spring and Summer wears, especially Summer have increased. We can’t imagine such demand from previous data or expectation. In these situations, what the company could do for customers is how quickly we could adapt to their needs. I don’t think this fact will change going forward. I felt confident that it is our advantage in that we could respond to customers’ needs. Meanwhile, I made sure the main goal is we need to have more of awareness of the company. Ms Tamaki herself often talks about it at the meetings, so I think we all have to work towards this goal.

—— It sounds interesting. I feel it’s great. Coming after the Pandemic, this unpredictable time, you could respond to customers’ needs with high quality and speed, which “tamaki niime” has the capability to offer them flexibly. So to speak, they could respond to this era’s needs. Creating “tamask” has brought many benefits, which are improving skills, getting know-how of intensive creation in a short period, the possibility of rapid response to the customer demands, smoothly connecting teamwork not limited to only one style of team. All of which made the foundation for blending creation. Through “tamask”, I understood that you could make known your unique creativity to society at large and could overcome the difficulties of the Pandemic early this year. From these interviews, I understand you feel those experiences are assets for you.

Ishizuka

(laugh) I agree with you.

—— It is excellent that you feel those hardships are assets for you. Usually, we cannot think that way and just run around in confusion.

Ishizuka

Our company is pretty flexible.

—— I think so.

Ishizuka

Us being in this Pandemic made us more flexible, and that helped us go forward in a positive direction.

—— Even more, huh?

Ishizuka

I think that our flexibility in our work is a great advantage.

—— I think the blending teamwork is the result of your flexibility.

Ishizuka

As I said before, after all, our work cannot get done individually. I have an image that we have to fill with each one’s advantage, and that will improve the whole company.

—— I see.

Ishizuka

Our way must be in between extremely efficient and inefficient.

—— I see. Because you dare to put a very troubled process on making things.

Ishizuka

Yes, we do. That’s why we have to weave between that. Extremely efficient ways are not always right, nor doing it inefficiently is good either. We have to follow up with each other to support each other.

—— To that point, Ms Ishizuka’s role is like lubricant oil. She is a great caregiver.

Ishizuka

It is better to take a soft approach, so other staff want to help. That’s true.

—— Is it just an act? (laugh)

Ishizuka

Hahaha (laugh), I am not that skillful.

—— (laugh) Well, you are just naturally who you are. You surely know “tamaki niime” with your experiences and senses, not with words.

Ishizuka

I might be. Two years ago, when I was here, the three of us were each just in our own role.

—— Yeah, yeah.

Ishizuka

In two years, the “Weave team” and the company significantly expanded, and I became the one responsible for teaching the staff what I had learned. One of my responsibilities is how much I could share my knowledge with them. That’s why I try to have time to talk with many people.

—— You have already started doing by observing each team and trying to make connections. There, each team creation links together and makes it more interesting as well as increasing speed.

Ishizuka

We always have to move forward. That’s what I believe. There’s no end even after you have done.

—— There are the things only you can teach because you have been through experiences of “tamaki niime” creation.

Ishizuka

The things we did in the past are not 100% the best.

—— You discuss with others, right?

Ishizuka

I can tell them that there’s another way, and they can say to me that this way is better, which I may find works. We pinpoint missing issues that need to be discussed. We work on them using past experiences and current methods that we use now. We blend them together.

—— You blend together.

Ishizuka

We could try one way, and if it didn’t work, then we could correct and try to do it differently. When I was doing it by myself, I was fixing issues by myself. Working with other staff, we could see them at different angles, which I couldn’t see two years ago. I often find myself feeling great about better results in most cases.

Fujimoto

Adding to that, I was frustrated when she was not at the factory, I wished we had someone to be able to advise us, the factory would have run better.

—— You needed a good listener or adviser?

Fujimoto

There were matters where I could give advice to my staff and ones I couldn’t. I could help them with production, but not about the designs and colours, which is knowledge I don’t have. I really couldn’t support them. The things Ms Ishizuka discussed really helped the staff. Wow! Her help made them feel so cheerful at the factory. They must feel better to know that they finally have someone to help them. (laugh)

Ishizuka

Hahaha. (laugh)

—— (laugh)

Fujimoto

It absolutely helps if you have someone to give you advice in the factory. This is just my opinion, though, I feel we got back to a more comfortable workplace. I think they are more dependable in production. I am pleased about that. I think one of our absolute goals which we need to develop is we should increase the number of reliable workers to fill such a role. I look forward to seeing how our staff will change and grow. I am very interested in that.

—— I see. You expect to have the second or third Ishizuka, right?

Fujimoto

We absolutely need to have them. I am confident that our workplace can develop such people.

—— I think so. The staff have the potential to develop. They will dramatically change with the chances or triggers. I believe Ms Ishizuka will be the stimulus to cause change.

Fujimoto

I think she is like that. We have been definitely changing. This is the triggering year, and I believe it’s vital.

—— Wow! I’m thrilled I could hear positive words from you. It was a good thing that I interviewed you together. (laugh)

Ishizuka

We are always complimentary. (laugh)

—— This was an excellent discussion, more than I expected. Well, by the way, you have still talked a lot about work even after work at home?

Ishizuka

Well, not really, after all, we have a child.

—— Do you talk more about your child?

Ishizuka

We are not always fighting. (laugh)

—— No, not always. (laugh)

Fujimoto

We surely talk about our child.

Ishizuka

“tamaki niime” indeed weighs our life. We talk about what we did today but we should have done another way. (laugh) We always talk about such things.

Fujimoto

Yeah, we talk about things like that.

Ishizuka

I ask him, “I would like to weave this, what do you think?”

Fujimoto

I suggest her that we try this one. We indeed talk about our child when she is awake.

Ishizuka

We talk about her, or play with her.

Fujimoto

After she goes to bed, we talk about work or new ideas for the next day.

Ishizuka

Not a single day passed without having such conversations.

Fujimoto

No, not even a single day!

—— Absolutely, you are a perfect couple. The ones who run factories or stores may be similar in that respect. But I don’t think many who work at companies are like you—your lifestyle blends together with work and your personal time. You don’t have an “on-off switch” in your life in a good sense.

Fujimoto

You could say that? That may be true. We don’t have on-off switches.

Ishizuka

But we really don’t stress that we always talk about our work.

—— I understand. You have been working because it’s fun. So it comes to you naturally.

Ishizuka

We have been doing it without feeling something strange.

I feel so good after interviewing them, knowing their positive thoughts as a couple. “tamaki niime” overcoming difficulties, even with the Pandemic, they have been making progress towards future creations. Trying to watch over their whole movement, they focus on what they can do right now by balancing and adjusting their own roles. I feel they are so reliable, and I see a bright future and hope in Fujimoto and Ishizuka who sincerely live for tomorrow, naturally enjoy blending creative work and their daily lifestyles together.

Original Japanese text by Seiji Koshikawa.
English translation by Adam & Michiko Whipple.